Creativity is good for business. No, really.

It’s the beginning of a new year. So, like you, I’m being bombarded by blog posts and articles about the marketing trends we’re all supposed to be thinking about. 2015 is the year CMOs and other marketing leaders should focus on technology. Or measurement. Or turning big data into actionable data. Or customer experience. Or […]

January 27, 2015
You’ve got sales: What marketers can learn from Meg Ryan about finding your sales soul mate

You’ve seen this movie before. Two smart people get off on the wrong foot. They’re clearly attracted to each other but feign disinterest. Gradually, they come to find they’re made for each other. On screen, it’s Meg Ryan and Tom Hanks. On the job, it’s Marketing and Sales. Just like your favorite romantic-comedy couple, you […]

January 14, 2015
Attention CMOs: Why the nerd to your left is the key to your success

CMOs, this is for you. Who among you doesn’t seek greater stature among your C-level colleagues? Or more influence with your boss? A stronger voice in the boardroom? Your sterling resume and adept strategic skills earned you the chief marketing officer title. But you’ll need to up your game if you want to make progress […]

January 7, 2015
Become your audience to connect with your audience

You are your audience’s champion. It’s up to you to know what makes your audience tick, tune out or take action. You’re long past thinking of your target simply as a decision-maker. You think of your target as a person — one with needs and emotions that you can connect with. But, this kind of […]

December 19, 2014
Focus on the end user to make magic happen

The best planning is a delicate play between an unsparing self-assessment of your brand and/or offering and a deep understanding of the audience you are trying to influence. Too often, companies get sidetracked by listening only to the voices of their sales teams, channel partners or their direct competition and lose focus on the folks […]

December 11, 2014
SuperContent: With great power comes great responsibility

Content was once king. But dynamics in today’s market, technology and communications are driving increased demand for content to rule more effectively for the people — and more powerfully. The fact is much of the content produced today is less effective than desired, and the practice to produce it is outdated. We’re betting on content […]

December 3, 2014
Use data to create content that delivers

A good content marketing program is the table stakes you need to connect with your B2B audience. But to really make an impact, you need to know the content preferences of your audience down to a science. And your own blog and metrics can join forces as the dynamic content marketing duo that can help […]

November 19, 2014
Are you ready for omnichannel marketing?

For smart marketing, a multichannel strategy isn’t enough anymore. If you haven’t adopted an omnichannel approach, it’s where you need to be. Regardless of your industry, an integrated, omnichannel focus improves your marketing strategy. If you haven’t heard of the term omnichannel, here’s a great explanation, courtesy of Marketo: “Marketers now need to provide a […]

November 11, 2014
If you don’t measure, you can’t manage

I’ve had several mentors in my career, and they’ve all provided me with many memorable quotes. But the one that I’ve used more than any other is, “If you don’t measure, you can’t manage.” If you don’t measure the impact of your marketing program, how will you ever know that it is accomplishing what it […]

November 4, 2014
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